Introduction

The best ideas, as we all know, don't always come from a meeting room. Sometimes all it takes is an aperitivo, a scorching summer, and a bit of lightheartedness to turn a company payoff into something completely unexpected.

That's exactly what happened to us with "what's next for your...", the line that has accompanied the sixeleven brand for years. Joking around with it, we realised the structure could fit increasingly surreal scenarios - and when the brief for a summer kit for our team landed on the table, we knew it was time to put that exercise in style to the test.

The result is a beach kit that says more about us than any pitch deck could: creative, ironic, and designed to tell the brand's story even far from the office.

From aperitivo to a creative brief

Every branding project starts from a need, but how you approach it makes all the difference. Our brief was clear: create a summer kit to give to our team, able to tell the story of what we do every day even at the beach.

Rather than standard merchandising — the kind with a logo printed everywhere and little personality — we chose to start from something already ours: the payoff "what's next for your...". A simple structure that lends itself to endless variations, some bordering on the surreal.

The challenge wasn't just finding words that rhymed or sounded like "brand": it was keeping stylistic consistency without losing the irony that defines us along the way.

The products in the kit: when branding becomes literal

The "what's next for your..." kit was born from an idea as simple as it is effective: take the payoff and make it, quite literally, the star of every single item.

The towel - what's next for your sand

No beach kit is complete without a towel: extra soft, in the agency's colours, with a claim that plays openly on the sand. Because on holiday, the only thing that really matters is jumping in the water.

The notebook - what's next for your plan

Between one swim and the next, you need somewhere to think. The notebook is designed for journaling, jotting down creative ideas, or — why not — a comprehensive list of colleagues to avoid once back in the office.

The pen holder - what's next for your pen

Roomy and versatile, it had to hold enough pens for every need (from creative writing to crossword puzzles). It turned out to be just as handy for cables, keys, makeup, and everything else you never quite know where to put in your hand luggage.

The lunch box - what's next for your snack

Practical, with built-in cutlery and just the right size for a light meal, without risking indigestion under the sun.

The tote - what's next for your bag

The standout piece of the kit: a roomy canvas bag, designed for the beach but just as perfect for grocery shopping, work, or any other everyday adventure.

The care behind the game

Behind the irony of the project lies a precise design process. We handled both the creative direction and supplier selection in-house, looking for the best balance between quality and cost — because even a project born as a joke deserves serious standards.

The result is a kit that doesn't take itself too seriously, yet communicates the spirit of sixeleven with surgical precision: a spin on corporate branding that almost pokes fun at itself, making the brand element "literal" on a product meant for everyday life.

What does this kit say about sixeleven?

Projects like this one prove something we like to repeat often: brand storytelling doesn't have to be solemn to be effective. Sometimes, the best way to tell your own values is through the least predictable route — a play on words, an everyday product, a touch of self-irony.

“what’s next for your kit” was born from a summer aperitivo, but it carries everything we are: creativity, lightness, and the ability not to take ourselves too seriously, while still keeping professional standards at every stage of the process.

So, what would you like to see in the next "what's next for your..."?